Media Focus

CMBC: A Notable Success for “Quality Service Festival”

2007-8-13

By Zhang Shengnan Securities Daily

CMBC launched its “Quality Service Festival” in 24 cities on 19 May, which involved 24 branch banks with more than 3,000 employees. Now one month has passed and a notable success has been seen from this business event.

Open desk will make it easier for corporate and individual customers, who can first make enquires at the open desk for information of products and funds and then go to the counter to fill out forms and have their applications processed. This will largely reduce service and queuing time.

“Personal Comprehensive Contractual Service”, with one application form for customers, can provide services including Prompt account information, Money Begets Money A, Money Begets Money B, Personal Online Banking VIP, Easy Exchange, Double Benefit, Open funds and Self-service mortgage loans.

The lobby manager has shifted from “consulting manager” to “customer diverting manager”. The Lobby managers is required to have the ability to identify and communicate with customers at different levels and having different needs; they shall also be familiar with all products and the whole working processes so they can guide the customers to the right service area or the counter for specific services.

“Bank of process” has been launched as an experiment in Hangzhou Branch. After a month’s operation, some good results have been achieved. The so called service process reengineering is to reform the old service processes of cash and transference at the counter to the counter-specific, multi-level and differential service process based on the complexity, nature and customer needs.

Promote phone bill payment (Chinanet, China Mobile, PHS (not available through online banking)) through ATM, telephone banking, online banking and self-service payment machine, purchase electricity and top up cards through self-service payment machine, use CMBC card/passbook through online banking to auto deduct from Chinanet, Chinamobile and China Unicom bills, so doing the customers can relieve themselves from the paying phone bills manually.

Set up “Mobile Bank” service team and perform services such as collect –at-door, pay-at-door, bill collection-at-door and bill submission-at-door. Through regulating the service processes, integrating service resources and rigidifing the submit-receiving system, it is assured that the bank is able deliver at-door service to its customers with safety, high efficiency and low cost. Also with the popularity of “Mobile Banking”, the bank hopes to transfer the service requiring large cash and physical material flow to be processed in “Mobile Bank”. Currently an experiment is being carried out as an experiment with the “Collection of Payment along Subway No.5” project.

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